Google has just unveiled Enhanced Campaigns, a massive update to its advertising platform AdWords.

Google announced the news in a blog post, explaining that Enhanced Campaigns would now allow marketers to combine campaigns across desktop and mobile. 

“This is a first step to help you more simply and smartly manage your ad campaigns in today’s multi-device world,” wrote Sridhar Ramaswamy, Google's Senior Vice President of Engineering.

Contextual campaigns

The basis for Enhanced Campaigns is context and location. Here's the example Google used to highlight the changes.

“A breakfast cafe wants to reach people nearby searching for “coffee” or “breakfast” on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches on smartphones.

“These bid adjustments can apply to all ads and all keywords in one single campaign,” explained Ramaswamy.

Mobile Markets

Previously, marketers would have to create different campaigns for content pushed across desktop and mobile devices. By streamlining the process, Enhanced Campaigns provides a more integrated approach for brands and targeted content for consumers.

Enhanced Campaigns will also measure conversion across devices and deliver contextual data about devices, such as time of day and location. 

A multi-screen world

Google' cost-per-click (CPC) campaign revenue has fallen consecutively for the past five quarters, while CEO Larry Page recently spoke about Google adapting its advertising model for an increasingly multi-screened world.

The new addition to AdWords may be one way Google can benefit from on-the-go consumers.

Enhanced Campaigns are rolling out in the following weeks, with all campaigns expected to be updated by mid-2013.

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